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A 5-Step Framework For Efficient Coaching with Consultant Justin Jay Johnson

This week on the Revenue Insights Podcast, we are joined by Justin Jay Johnson, CEO and Founder of Justin Jay Johnson Consulting and GTM Advisor at FitGrid.

In this episode, Lee and Justin discuss the current disengagement among sales reps and how this can be addressed. Justin shares his five-step framework for coaching: Tell, Show, Observe, Coach, Repeat, offering both reps and companies advice for encouraging constant improvement and progression to help with quota attainment.

Justin has always faced adversity, all of which has helped to shape his approach to leadership. His expertise lies in building high-performance revenue organizations, aligning go-to-market teams, creating a culture that cares deeply about one another while still achieving goals, and setting people up for success, unleashing their inner “BEAUTIFUL SAVAGE”. In his consulting work, he helps companies, such as Salesforce and Zendesk, to improve their net revenue retention, deal win rate, qualified pipeline generated, and many more metrics.

Time Stamps:

  • 00:26 – Justin’s journey through adversity to being a sales leader
  • 05:18 – How a life-threatening injury inspired a career in sales
  • 09:28 – Why are sellers disengaged?
  • 12:58 – Assessing where to focus coaching efforts
  • 15:26 – A framework for coaching
  • 20:48 – How leaders can bring about repeatability 
  • 25:58 – Overcoming the challenge of consistent quota attainment
  • 27:54 – Changing the culture of businesses
  • 30:44 – What is making a difference for high performers today?
  • 34:25 – Justin’s book recommendations: The Score Takes Care of Itself and Zero to Club (unreleased)


Why Are Sellers Disengaged?

From Justin’s own lived experience, and what he has witnessed from those he has coached, he has determined that the number one driver of happiness is progress. If there is a lack of progress, there is a lack of happiness. In order to encourage progress, it is important to coach people to become high performers, not just help them hit quota. 

A Framework for Coaching

Many companies are good at training their reps, but coaching, implementing, and integrating the trained material is difficult. In order to coach individuals, Justin shares a framework that he utilizes: Tell, Show, Observe, Coach, Repeat. Often, in order to improve reps’ performance, leaders poke holes in their processes, which is not beneficial. Instead, according to Justin, they need to show them what the best practices are, by demonstrating an example after explaining what they should be doing. Then, they should create a role play scenario, and observe the rep in using that process. Then they coach by giving feedback based on the observations. The final step, repeat, is most important. Nobody can be transformed in thirty minutes, and repetition helps behaviors stick, but this is often where companies fail.

Bringing About Repeatability

Since “Repeat” is the step companies often miss, this is where there needs to be a focus. From the rep’s side, Justin says they need to understand that their company will never be able to help them develop as fast as they want to. Thus, they need to take some ownership of their own development, investing time and money into it. On the company side, they need to build a culture of growth and progress into the DNA and fabric of the organization, being intentional about everyone constantly getting better. Justin recommends starting with the leadership, as the culture will trickle down into teams. Further, they need to act on the intent, establish regular meetings for everyone to discuss their individual wins and losses, encouraging teamwork and improvement. 

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